How to Avoid Costly Mistakes in B2B Innovation & Marketing
If you’re a B2B manufacturer, compared to your B2C counterparts, your customers probably have more knowledge, interest, objectivity, and foresight, and there are fewer of them. For example, B2B customers can usually give you more insight into their desired outcomes. They’re more willing (and able) to help you design better products, and they generally make purchasing decisions that are rational, stable, and understandable. While these are great advantages, many B2B marketers fail to capitalize.
What’s driving this? Many manufacturers struggle to give up traditional “brute force,” one-size-fits-all marketing and innovation methods in favor of precision methods tailored to the unique needs of each market segment. MAPI is proud to partner with The AIM Institute and Dan Adams in announcing a new-to-the-world methodology for innovation and marketing, B2B MarketView. This diagnostic tool generates market-specific recommendations to optimize your early-stage marketing (understanding customer needs) and late-stage marketing (promoting solutions for these needs). This webinar covered:
- Examples of costly mistakes made using blunt-force B2B marketing methods
- 5 factors that determine “how B2B” any market segment is
- Which factors should guide 8 early-stage marketing tasks (understanding needs)
- Which factors should guide 7 late-stage marketing tasks (promoting offerings)
- How to interpret the B2B Index and Market Map for your market segments
Click here to access the recording and here for the slides. To hear best practices on innovation and product management at other manufacturing companies, attend our Nov. 17 Product Management Forum next to Chicago ORD.